Variables incidentales en la motivación de compra por hedonismo y la compra compulsiva por internet.

Zapata-Sánchez, José Luis; Esparza-Aguilar, José Luis; de Jesús Pérez-Hervert, María

The purpose of this research is to examine the relationship between incidental variables in the motivation to buy by hedonism and compulsive buying through Internet use in young people. For this, a sample of 150 higher-level students from different educational institutions in the southeast of Mexico was integrated. Structural equation modeling was used to test relationships between constructs. The results show that there are significant casual relationships between hedonic motivation and compulsive shopping using the internet. Which have valuable implications for the decision-making of retailers due to the constant need to emphasize the use of promotions and news of product offers through internet applications.

MEXICO; YOUNG adults; INTERNET addiction; COMPULSIVE shopping; STRUCTURAL equation modeling; SALES promotion

Libre Empresa, 2021, Vol 18, Issue 1, p11

1657-2815

Academic Journal

10.18041/1657-2815/libreempresa.2020v17n2.8003